When we first connected with ScreenPal (also known as Screencast-O-Matic, they had a powerful educational technology platform but were struggling to reach their full global potential. We built the company's content strategy from the ground up. We developed clear user personas and mapped content journeys that would guide each type of user from novice to confident creator. Our team created tutorials that respected cultural learning differences while maintaining consistent instructional quality.

The badge certification program became our centerpiece innovation—transforming skill development into a rewarding journey. Educators could proudly display the same achievements, creating a global community of video creators who shared tips across borders and industries.

We revolutionized their blog strategy by creating content clusters addressing specific use cases—lecture recording for higher education, sales presentations for business users, student assessment for K-12 teachers—each optimized for relevant search terms and cultural contexts.

As the strategy unfolded, something beautiful happened. Users began sharing their ScreenPal creations across social platforms, tagging their certification badges, and creating their own tutorials. What started as our content strategy evolved into a self-sustaining ecosystem where users became advocates, educators became influencers, and business professionals became case studies.